As described in the chapter's opening vignette, what research advantage did Vail Resorts have?
A)more monetary resources than its competitors
B)access to better consumer resource data
C)more one-on-one consumer surveys
D)a robust customer database of transactional and traditional marketing information
E)a well-equipped marketing team with twice the research capability of most competitors

Question

Quizplus · Accepted Answer

The opening vignette mentions that Vail Resorts has a "robust customer database of transactional and traditional marketing information," which gives them an advantage in conducting data-driven research.

As Described in the Chapter's Opening Vignette, What Research Advantage